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Daniel Hui

PartnerHong Kong

Serves consumer facing clients on go-to-market transformations in the evolving digital world

Daniel is a partner in the Hong Kong office of McKinsey & Company and is one of the core leaders in our consumer and retail work in Greater China. Since 2000 he has helped multiple consumer companies transform their businesses throughout the most critical digital era.

Daniel has practical experience in business building and go-to-market transformation. Combining his corporate, digital start-up, and consulting experiences, he can provide practical advice to clients.

He serves consumer-facing industries and has the deepest experience in consumer goods, retail, and digital. He has deep understanding on the whole value chain from manufacturers, distributors, retailers, and consumers.

Examples of recent client experiences include the following:

  • supporting an Asian cosmetics manufacturer develop its China brand rejuvenation program, defining its offline network, online presence, and consumer-engagement tactics
  • serving a luxury beverage player to transform its go-to-market approach from wholesale focus to consumer-driven retail focus
  • developing entry or expansion strategies in the Asian or Chinese market for, for example, an Asian consumer and retail conglomerate, international sports apparel manufacturer and retailer, and international luxury home appliance company
  • helping a leading restaurant chain expand into new business segments
  • redefining the consumer experience of an automotive OEM by reforming service processes and launching new formats at their dealer stores

He has designed and led McKinsey Greater China’s multi-year consumer research, which helps establish McKinsey’s deep and unique understanding of Chinese consumers.

Daniel is a Rhodes Scholar (1999) and based in Hong Kong with his wife and two sons.


Cautiously optimistic: Chinese consumer behavior post-COVID-19,” McKinsey & Company, March 2020

“Breakthrough to the next stage of development: Six advices to small-medium Businesses,” McKinsey Wechat, May 2019

Commercial excellence in China: Lessons from the top CPG companies,” McKinsey & Company, October 2018

“12 disruptive trends in FMCG industry,” McKinsey Wechat, July 2018

“Path to sustainable growth, how to become the top 20%,” McKinsey Wechat, July 2018

“Digital transformation in dairy industry, An interview with CEO of Mengniu,” McKinsey Quarterly, April 2017

“Implications of global trends to winning in gaming industry,” McKinsey Quarterly, April 2017

“Path to sustainable growth, how to become the top 20%,” McKinsey Quarterly, April 2017

“12 disruptive trends in FMCG industry,” McKinsey Quarterly, April 2017


EVP, regional head of market place

AS Watson Group
Merchandise development manager, Watsons the Chemist


University of Oxford, Lincare College
MPhil, linguistics

Chinese University of Hong Kong
MA, BA, English literature and linguistics